Many people still believe that the most effective form of marketing is one based on a visual approach. People trust what's tangible and what they can actually see. Although visual marketing is the oldest method, it's not the most effective. So what is it?
Many companies today place a strong emphasis on
multisensory marketing , as our brains are more likely to work harder and accumulate experiences when exposed to this type of interaction. Interaction of all the senses.
Aim for all the senses
The more likely we are to remember an experience, the more likely we are to remember a brand or product. Those who excel at appealing to all the senses (sight, hearing, smell, taste, touch) by mastering lighting, scent, sound, and furnishings are most successful.
Aromatize spaces
Brands like Harley Davidson use images and billboards paired with their motorcycles' patented horns. Many retail stores follow a similar approach, successfully incorporating interior lighting, refined
music , and the placement of accessories. Recently, they're adding something extra. They're starting to scent the rooms. And only then can we truly embrace a multi-sensory experience.
Take an example from the greatest
Automakers like Lexus and Rolls-Royce are known for using fragrance in their showrooms, complementing the image of exclusivity and refinement associated with both brands. Scent not only adds a sense of luxury but also relaxes customers and unconsciously encourages them to linger.
Encourage with scent
Bakeries and confectioneries have long used scent marketing to encourage purchases of their products.
The aroma of freshly baked bread intensifies the taste sensation and can attract customers, even those who are reluctant.
Create a fragrance logo
Some brands go even further and focus on individual scents. They commission professional aroma marketing companies to create an exclusive scent, a so-called fragrance logo. This signature scent is created based on unique recipes. It reflects the character of the brand and its products.
Influencing emotions
Did you know that smell is the only sense that affects the part of the brain responsible for memory and emotions? Companies spend thousands, hundreds, even millions on advertising, catchy logos, and showroom décor. All these forms of marketing are important, but smell is considered the most powerful stimulus. Therefore, it makes sense to target this sense as well.
